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GLOSSARY
Be in the know.
Account Opener
A direct premium given initially to new customers by a bank or savings and
loan association.
Acetate
A clear plastic sheet used to make overlays on mechanicals.
Ad Copy
Lettering printed on any item. Usually an advertiser's name, sales message,
trademark or slogan.
Advance Premium
A premium given to a new customer on the condition that he or she will
continue to make purchases.
Agate Line
A unit of advertising space in the media. An agate line is one column wide
an done fourteenth of an inch deep.
ADI / Area of Dominant Influence
The geographic area within which a television or radio station achieves
affective audience allegiance.
Audience Composition
The composition of media audience in terms of demographic, psychographic or
qualitative variables.
AA / Author's Alterations
Changes in copy or layout at the proof stage made by and generally
chargeable to the client/author.
BAS Relief
Design that is impressed into its base material. This process is the
opposite of intaglio, which is raised.
Basis Weight
The weight of a ream (500 sheets) of paper cut to industry standards. For
example, a ream of 25" x 38" 50# bond weighs 50 pounds.
B1G1F
Marketing abbreviation for "Buy One, Get One Free." Also referred to as "BOGO".
Bill Enclosure
Promotional piece designed to be delivered along with an invoice. Also,
"statement stuffer".
Blank Dummy
A full sized mock-up model of a point-of-purchase display that has no
printing or artwork on it.
Bleed
A printed ad fills the entire medium "page", magnet, bookmark etc. too its
edges without margin.
Blind Embossed
Design stamped into board or plastic material, without leaf or ink, to
achieve a bas relief effect.
Blueline/Blueprint
Paper proofs in which the printing areas are shown in blue.
Body Copy
The text of print ads as distinguished from headlines, sub-headlines,
picture captions and tag lines.
Boldface
Heavy type face used for titles or for emphasis, usually employed with
captions or sub heading, etc.
Borrowed Interest Advertising Executions
Advertising executions in which the focal point of the advertisement has
high inherent interest but has no direct relation to the advertised product.
Bounce-Back
A printed ad sent along with an already-ordered premium offering to sell
additional premiums on a self-liquidating basis. Usually intended to
encourage repeat purchase, or continuity.
Broadcast Rating
The proportion of total television or radio homes tuned to a particular
broadcast program or availability. Expressed in terms of percentage.
Calibration
The process of ensuring that colour reproduction devices are set to a known
state, sometimes using industry standards or manufacturer's specifications.
Case Divider
Display case or food freezer divider that may carry an advertising message
as well as help the retailer to organize the case.
Characterization
The process of creating an ICC profile that describes the unique colour
characteristics of a colour reproduction device such as monitors, scanners,
colour printers and four-colour presses.
Chroma
The amount of colour in a colour sample. Grey has a chroma value of 0 while
a neon sign has a high chroma value. Also referred to as Saturation.
CIE L *a*b*
A colour model using lightness (L*) and two colour values (a*&b*). The
colour coordinates define where a specific colour lies in a Cartesian graph:
the a* value defining a red-green axis and the b* value defining the
blue-yellow axis. The L* value adding a third dimension to the colour space.
Clipping
The severe transformation of colours that are re-purposed to another
device's colour gamut. These colours lie within the original colour space
but outside the destination colour space.
CMM
Colour management module. A set of colour algorithms used to transform
colour values. The CMM is the engine that calculates colour values based on
predefined colour characteristics in the ICC profiles.
CMS
Colour Management System. This is system-level functionality that maps, or
translates the colour space of one device to the colour space of another.
ColourSync on the Mac OS and ICM 2.0 on Windows are examples of CMS's.
Collateral Materials
Advertising materials that are not transmitted to consumer via advertising
media. Thus collateral material includes catalogues, shelf cards, posters,
trade information material etc.
Collectables
Premiums designed to have inherent value based upon their perceived "collectibility".
Colourimeter
A colour-measuring instrument. The Colourimeter uses a three-color model,
usually RGB, to determine colour characteristics of output devices.
Colourimeters are usually used to calibrate and characterize monitors.
Colour Model
A dimensional coordinate system used to numerically describe colours. Some
models include Red, Green, Blue (RGB); Hue, Lightness, Saturation (HLS);
Cyan, Magenta, Yellow, Black (CMYK); Lightness, a, b (Lab).
Colour Proof
A first or early print of a finished colour advertisement combining
impressions from each of the separate progressive colour plates.
Colour Separation
The separation of multi-coloured original art to produce individual,
separated colours. Usually has four separations: cyan (blue), magenta (red),
yellow and black for full colour printing.
ColourSync
An Apple System software architecture that enables, with ICC profiles,
system level colour management.
Column Inch
Measure of printed media space one column wide and one inch deep.
Comparative Advertising
Advertising that makes direct comparisons between features of competitive
products. The brands included in the advertising are identified, and the
sponsoring brand is inevitably proved superior in such advertising. Also,
"comparison advertising".
Container Premium
The container of a product that may be used as a substitute for a normal
container, usually partially or completely self-liquidating.
Continuity (Advertising)
The plan that develops a particular flow (even or uneven) of advertising
messages to prospects.
Continuity Premiums
A related succession of premium items usually offered over a period of 6 to
8 weeks as one offer per week. These premiums are usually self liquidating.
Continuity Promotion
Event that encourages regular, repeat purchasing of a product, because doing
so enables purchaser to collect additional savings or offers.
Continuous Tone
Artwork comprised of tonal effects, which requires it be screened into dots
for reproduction. The result will be a halftone. Also referred to as
"grayscale".
Controlled Circulation
Business publication free circulation that is sent to a selected list of
recipients with known and desirable characteristics for particular business
advertisers. The circulation is "controlled" since it is directed to
particular kinds of people at no cost to them.
Cooperative Advertising
Jointly sponsored advertising under an articulated program by manufacturers
and retailers.
Copy Testing
Test to determine consumer response to advertising copy and, more broadly,
to the total content-written and visual of advertisements.
Copy
The written content of advertising or editorial matter in the media. The
editorial matter in broadcast media may also be referred to as continuity.
Cost per Inquiry (CPI)
Method of evaluating a direct marketing campaign based on the total cost of
a mailing divided by the number of inquires received.
Cost Per Thousand (CPM)
Relative measure of media cost. Total cost of an ad, divided by the
potential audience reached, usually expressed in thousands of persons or
households.
Counter Display
Point-of-Sale display of merchandise, or promotional material, intended to
stand on a checkout counter.
Coupon Plan
Program in which premiums can be earned by accumulating proof of purchase
coupons. Often the plan allows premiums to be self-liquidated for fewer
coupons than required to get them with no extra payment.
Coverage
Geographic area or fraction of an audience reached with specified intensity
by an advertising medium.
Creative Strategy
Strategy that states explicitly what advertising will communicate about the
product, service, or institution and specifies how communication about the
product, service or institution will be meaningfully related to consumer
needs, wants, desires and/or dreams.
Crop
To eliminate portion of a picture, illustration or photograph that contains
unnecessary material.
Dangler
Point of Sale piece that hangs down from a shelf, usually from the price
channel. Also referred to as "wobbler".
Dealer Incentive
Reward given to a retailer in return for promotional support for quantity
purchase.
Dealer Loader
Incentive given to wholesaler or retailer in return for quantity purchase.
Often, a premium fastened to a point-of-sale display in order to make sure
the display is noticed by a retail manager.
Dealer Premium
A premium offered to retailers for meeting specified performance criteria.
Debossing
Indenting a discreet image into tag or board material with a positive die to
create an intaglio effect. The opposite effect is embossing.
Densitometer
An instrument used for reading the amount of light reflected by a surface or
transmitted by an object. Densitometers are often used to measure the
density of process-colour inks on press. These density readings can then be
used to calculate other values like dot gain and colour difference. By
measuring emulsion densities, Densitometers are also commonly used to
analyze colour characteristics of film.
Dot Gain
Net percent increase in halftone dot size (or tone value) throughout the
tone scale of a press sheet. Dot gain is a consequence of ink soaking into
paper and spreading. A dot gain of 20% means that a 50% tint reproduces at
70% apparent dot area on paper.
Gamma
In monitors, the relationship between the voltage input and the brightness
of a monitor. This relationship is logarithmic. Gamma can be thought of as a
hard-wired contrast curve.
Gamut
The total range of colours reproduced by a device. A colour is said to be
"out of gamut" when its position in one device's colour space cannot be
directly translated into another device's colour space. For example, the
total range of colours that can be reproduced with ink on coated paper is
greater than that for uncoated newsprint, so the total gamut for uncoated
newsprint is said to be smaller than the gamut for coated stock. A typical
CMYK gamut is generally smaller than a typical RGB gamut.
Hue
The basic colour of an object, such as red, green, purple, etc. Defined by
its angular position in a cylindrical colour space, or on a Colour Wheel.
Pixel
A tiny picture element that contains red, green and blue information for
colour rendering on a monitor or a scanner. When generating colours, pixels
are similar to dots of ink on paper. A monitor resolution description in
terms of pixels-per-ink (ppi) is similar to a printer resolution description
in terms of dots-per-ink (dpi).
Process Printing
Output from a printing press that uses four colours, Cyan, Magenta, Yellow
and Black to create the illusion of continuous tone images. For that reason,
Cyan, Magenta, Yellow and Black are also known as process colours (CMYK).
Render Intent
The method a CMM uses for converting (i.e., mapping) colours from one
device's gamut to another. The four methods are Perceptual, Saturation,
Relative Colourimetric, and Absolute Colourimetric.
UCR
Undercolour Removal. The replacement of cyan, magenta, and yellow inks with
blank ink in the dark, shadowed areas of an image to lower the total amount
of ink applied to the paper. UCR is also know as total ink coverage.
White Point
How the colour white is reproduced. On a monitor it is the combination of
all three Red, Green, and Blue phosphors at full intensity - as measured by
its colour temperature in YK. Necessary as a reference point in calibration
and characterization.
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